Halo 4 needed to launch as the blockbuster game of 2012. We recruited fans to join the Halo 4, Roll of Honour via facebook and then fed this real time information into live ads so that real people featured as heroes.
Our call to arms reached 37,100 people on Twitter and over 523,261 Facebook accounts. Many of those included on air posted 'their' spots online, recording tens of thousands of additional impacts. We generated 550 stories, features and blog reports online, and in earned media alone, repaid total program production costs two times over. All helping to make Halo 4 the biggest selling Halo game ever in Europe, exceeding targets by almost 20%.
Halo 4 debuted at number 1 in the gaming charts and staking its claim as the year's blockbuster must-have.